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Enigma Walks the Halls at ADIPEC 23

We're back from our annual trip to ADIPEC! Formally called the 'Abu Dhabi International Petroleum Exhibition and Conference 2023,' this event largely featured campaigns designed to unite the energy industry through people, policy, technology, and capital with the aim of ensuring a just and efficient energy transition.

This year we were working with Enigma clients Wood and Petrofac to deliver their stand, allowing their marketing and sales teams a place to tell their stories and connect with new and existing partners in this space.

'Decarbonisation' Leading the Conversation

The searing heat from a show that often takes place later in the year didn’t put off attendees. In fact, it may have motivated them to pay closer attention to the conference's many messages about 'climate neutrality.' Unlike in previous years, there was a bolder messaging perspective, a focus or shift if you will, in driving the conversation about decarbonisation and net zero targets.

Stands were packed and keen on showing new content, talking about the services they offer and the work they are doing to reduce emissions. Keynotes, podcasts, and casual coffee chats all featured the word 'decarbonisation.' In fact, it felt like the entire 2200 exhibiting companies all had a similar mantra.

If you've not encountered it before, you should know that decarbonisation is a trending term across brands that value sustainability. It refers to the process of reducing the amount of carbon being released into the atmosphere. The ultimate objective of decarbonisation is to hit climate neutrality, or net zero carbon emissions.

This year, with that in mind, ADIPEC included 4 new specialised areas focused on facilitating cross-sector collaboration and game-changing partnerships:

  • Decarbonisation Accelerator
  • Maritime & Logistics Zone
  • Digitalisation in Energy Zone
  • Manufacturing & Industrialisation Exhibition & Conference

We were pleased to be there and take it all in. 78% of organisers agree that in-person events offer the most meaningful opportunities to meet and learn from fellow industry professionals, and there were some excellent brand marketing pros in attendance.


Enigma at ADIPEC 2023
Enigma at ADIPEC 23
Enigma at ADIPEC 2023
Enigma at ADIPEC 2023


Brands, Stands, and Creative Event Technology

From a design and production standpoint of course you had the 75% build and burn/shell scheme stands but for many, they used this event to spotlight content on screens or technology that showed off how they have evolved and the efforts they are making to stay true to the decarbonisation mantra. You can explore some of Enigma's own creative event technology and physical to digital experience examples at this link.

For a city that dare I say it, was built on oil, the conference halls at ADIPEC '23 seemed to bring people together who were looking for innovative, future-focused partnerships that may not have been fostered in years gone by.

As we left the desert behind, I certainly felt motivated to continue building a better future for our earth and business globally. We shall of course return in November 2024.


Ben Haigh, Enigma Client Services Manager


For over 30 years Enigma has been putting Brands in Focus. You can take a closer look at our event marketing principles here, contact us here, or follow the link below for a practical guide to sharpening your own brand focus.

READ NEXT: How Do We Put Brands in Focus?

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